Sport Chek/Sports Experts sponsored many Olympic athletes for the 2014 Sochi Winter Olympics and had a line of exclusive Adidas Olympic gear they were looking to promote using #whatittakes.


creative solution

Sport Chek/Sports Experts partnered with CBC to produce a branded content experience called The Olympians, showcasing the profiles of 32 Olympic athletes through a fully interactive parallax website which boasted over 250 clickable pieces of extra content. 

The site was updated daily, in real-time, with pictures and videos coming in directly from Sochi as well as Olympic medal indicators on each athlete profile as they’re awarded. Several social features allowed users to share content and send their words of encouragement to their favourite athletes using the campaign’s #whatittakes. 

To facilitate online purchase of the #whatittakes Olympics Collection, hot spots were embedded on images of the Olympians wearing the product. With a simple click, users were engaged in the product purchase funnel.



Throughout the length of the 17 day Olympic competition, the site and content garnered 2.3 Million video views, nearly 400,000 page views, and old 85% of it’s Adidas Olympic Collection, outpacing competition by 20%.

The Olympians won a 2014 Digi Award for Best Branded Content and publicly short-listed for the Favourite Website Awards. ​


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